The Story of IconByDesign

Celebrating a Decade of Timeless Design

As we begin our 10th year, we’re taking a moment to reflect on the journey that began around a dining table and continues to guide how we design, make, and connect. What started as a simple idea - to create timeless, beautifully made furniture at a fair and honest price - has grown into a brand grounded in craftsmanship and authenticity, now found in homes across Australia and the United States.

In 2015, David and his son Adam, frustrated by the rise of disposable, fast furniture, saw an opportunity to offer something better. Their research confirmed what they had hoped: Australians wanted solid timber furniture at a fair price, crafted to last. That year, they launched IconByDesign online with the Magnus Extension Dining Table and Dining Chairs, made from sustainably sourced Solid American Oak. Both remain customer favourites, a testament to their enduring quality and timeless appeal.

From the beginning, IconByDesign has been, and remains, a true family affair.

  • Light Family; Nicola, Adam, Dorienne and David

Co-founder David brought decades of business experience, while his son and fellow co-founder, Adam, added a sharp digital focus and entrepreneurial drive from his earlier online homewares venture. Their daughter, Nicola, played a role from the early days, helping shape the first showroom and website. Today, she leads the brand, supports operations and works closely on new product development with long-standing team members.

Their mother, Dorienne, continues to be a trusted sounding board, even helping select what would go on to become the brand’s best-selling fabric. As she puts it:
“Everything we do and say is rooted in care. We’re building something that reflects who we are, and we’re proud of that. At IconByDesign, family isn’t just part of the story. It is the story.”

Even Walter, the family dog, has found his place, as the unofficial office manager with a sofa named in his honour.

The foundations of craft run deep at IconByDesign. David Light grew up in his father’s furniture factory, surrounded by timber offcuts, the scent of sawdust, and the rhythm of making. That factory produced everything from tables to speaker stands and chessboards. His grandfather had been a carpenter, and his great-grandfather a joiner. A true passion for timber and honest making now spans five generations.

Product development has always been a collaborative process, shaped by hands-on family insight, customer feedback, and emerging Australian design talent. Many of our most beloved pieces have their origins in internal discussions or conversations with customers in our showrooms. One of our favourite examples of customer-driven insight is the Olivia Dining Chair, designed by Tania Da Cruz in 2019. We invited our community to help shape the final design by voting on three different concepts. The winning piece, now known as the Olivia, has since been thoughtfully updated with performance-treated fabrics and luxurious top-grain leather - a reflection of how timeless design can continue to evolve when guided by real feedback and real homes.

DF3NA1 Olivia Solid Oak Dining Chair with Dove Grey Fabric Seat

Olivia Dining Chair - Solid Oak - Fabric Seat

Olivia - Fabric Dining Chair

Solid American Oak

Olivia Fabric Dining Chair

Solid American Oak

$519 - $649
Save up to $130 (20%)
+ 5 more

In 2018, our first Melbourne showroom opened in the furniture hub of Church St, Richmond. 

That same year, we supported a collaboration between Studio A and One Another that reflected our belief that good design should also be inclusive. Studio A are an initiative that started in 2016 that look to overcome the roadblocks adults with disabilities experience in accessing conventional education, professional development pathways and opportunities needed to be successful and renowned visual artists. Many of their artists have since gone on to be finalists in the Archibald, Sulman and Wynne prizes, as well as being commissioned to do a mural in the iconic entry level of the Art Gallery of New South Wales, on the single largest wall.

  • IconByDesign x One Another x Studio A pop up

  • Studio A artists' mural at AGNSW in 2020

More recently, collaborations with stylists like Louise Roche continue to showcase the collection’s adaptability and relevance in today’s interiors.

We are also incredibly proud of the team behind IconByDesign, whose dedication has shaped our customer-first approach and helped the brand earn industry recognition over the years. Highlights include Best of Houzz for Customer Service (2018 to 2020), the Australian Retail Innovators Awards (2019 and 2021), and finalist placements in the Inside Retail Awards (2021 and 2022) and the Telstra Business Awards (2017 to 2019).

  • We have been honoured to feature in leading design and lifestyle publications including Vogue Living, Grand Designs, Inside Out, Sitchu, and Real Living, as well as making personal appearances on Channel 7’s Kochie’s Business Builders and the Game Changers series hosted by Edwina Bartholomew.

In 2021, as our collection grew, we doubled the size of our Melbourne showroom and, in the midst of a global pandemic, launched our US website. Despite the uncertainty of the time, our vision resonated with American customers, opening our first international showroom in 2023 - located in Los Angeles within the iconic HD Buttercup building. Positioned alongside fellow Australian brands like Coco Republic and Cultiver, as well as respected international names such as Ethnicraft, the expansion marked an exciting new chapter. Our aesthetic, shaped by Australian coastal living and a commitment to simplicity in design, found a natural home in California and beyond.

  • IconByDesign's LA Showroom

In 2024, we introduced a refreshed brand experience online and at our Sydney showroom, reimagining the space to reflect the evolving IconByDesign collection. The re-opening event brought together our community with guest appearances by interior designers Jen Bishop and Louise Roche, who shared their expertise and connected with customers in a meaningful way.

  • IconByDesign Sydney Showroom

That same year, we launched our first handwoven rug collection. Designed in-house to complement the tones and textures of our timber furniture, the rugs are made from natural fibres and produced through fair trade partnerships in India. These initiatives support artisan communities by providing safe working conditions, access to education, and essential healthcare which we’re genuinely proud to support.

  • Tegel Hand Knotted Cut Pile Wool Rug

As we look back on what began with a handful of dining tables and chairs has grown into a comprehensive collection spanning bedroom, living, home office, and storage.

Signature pieces continue to evolve, while newer additions like the Anika Sofa Collection have become bestsellers offering fresh style with the same warmth and character. In 2024, our best selling extendable dining tables were updated so they have both an internal extension leaf, as we as moveable legs for maximum flexibility.

So what does our 10th year and beyond bring?

As we celebrate a decade of memories at IconByDesign, our purpose is as clear as ever: to create enduring furniture that brings meaning to your home, not landfill. While our range continues to evolve, so too does our focus on the customer experience. Later this year, we will launch an updated website and introduce a new customer program designed to deepen connection and deliver greater value.

What hasn’t changed is our commitment to crafting pieces with integrity in natural, sustainable materials and time-honoured craftsmanship to create furniture that feels as good as it looks and lasts as long as the memories made around it.

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